Andrew Goodwin's Theory

Since the first Music video in 1929, people have often researched the psychologies behind the video's and how it often differs to the simple music track.
A particular theory comes to mind under the name of Andrew Goodwin.

http://www.youtube.com/watch?v=jVsKIDiksCU

His basic principles were that:

1. Music Videos demonstrate the genre of the song. For example, In a pop video, there would typically be a dance routine, for example Cheryl Cole's music video 'Call my name' .

 However, this would not be prominent in a rock video, and therefore the visuals distinguish the genre.

2. There is a binding relationship between the lyrics and the visuals. Therefore, the audience has more of an understanding about the meaning of the song, as often, you can witness the actions in the video. A great example of this is 'Love the way you lie' By Rihanna and Eminem. It physically shows the audience the situation that the  couple are in, as a narrative music video and therefore portrays more emotion for the audience to capture.

3. There is a relationship between the music and the visuals within the video. Here the relationship between the artist and audience is highlighted with the use off eye contact. This makes the audience feel like they are being involved in the song.

We may also see something from the artists point of view, therefore once again we feel like we are involved with the performance and create a relationship between artist and fans.

4. The record label would have demands such as the need for many close-ups of the artist or main artist. This is because they know that this is what the audience most wants to see! The artist may also develop motifs which reoccur throughout their other videos.
An example of this is the pop artist Nicki Minaj. Her record label , Young Money Entertainment obviously wants to keep the motif of her extreme and radical looks, as you can see throughout the course of many of her music videos. Her hair colours are particularly prominent, having many different colours and this is what she is known for by her fans.

5. In most music videos there is a frequent use of 'looking' and this is particularly emphasised. This is simpler to point three, eye contact helps to establish a relationship with the audience.

6. There are often references to film or other music videos etc. For example, “The Suburbs” by Arcade Fire particularly counts as Arcade Fire Presents: Scenes from the Suburbs was a Spike Jonze directed collaboration inspired by the bands Grammy winning album The Suburbs, so the song inspired the movie. Take a look!